Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Carrie Eldridge, founder and CEO of ATO Platform, located in Miami, FL, USA.
What's your business, and who are your customers?
ATO Platform facilitates artist royalties and tracks sales, counterfeits, and copyright misuse. ATO tracks sales and image usage across over 860 auction sites, news, and websites using proprietary AI. Artists are our customers, and we believe in their profound right to continuously know what happens to their artwork after its sales. ATO Platform empowers artists with a suite of tools to enhance their collector experience, drive more sales, and at more accurate prices.
Tell us about yourself
While working as a Private Wealth Manager at Morgan Stanley, I had to network to meet new clients. That led me to hang out at the Gagosian Gallery in Beverly Hills. I was curious about the art industry. I was puzzled why financial methodology and corporate logic had not been utilized to improve the buying experience for collectors and the revenue model for artists. More importantly, I felt heartbroken when I learned about discrimination and the blatant discrimination of female and minority artists. I knew I could make a difference, even if I didn't know how at the time. I learned that bridging the gap between technology and art to help people would be the most challenging endeavor of my life and worth all my time. I left Morgan Stanley in 2017 to build a team of engineers and art experts and started learning what artists and collectors wanted the most.
What's your biggest accomplishment as a business owner?
Getting the platform finished! It took years and over $1M, including all of my savings, 401k, and piggy bank from elementary school. This company has consumed me, and I would do it again 1000 times. I was raised to believe I can change the world, and I believe that regardless of all obstacles. Finishing the code felt better than graduating from my university or being hired at any company.
What's one of the hardest things that comes with being a business owner?
Sacrifice. You have to sacrifice more than time and money. It tests you as a human being. You must have discipline, courage, and willpower and try yourself more than anyone. Other people's options are only opinions. You have to make your own decision and never trust that power to anyone not willing to invest everything they have.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Make sure you have more than enough money saved to support yourself or, better yet, keep a job until you have already raised money so you can go full-time.
- Understand it will be ten times harder than you could imagine. At times, it is scary and lonely, and even your family might doubt you and all your decisions. You have to be your biggest supporter. Cheer yourself every day!
- Force yourself to be disciplined. If you promise someone an email, could you send it on time? Practice discipline by setting time limits for yourself, for example, "I will email you by tomorrow 5 PM. Please be sure to check." If you send it on time, you look professional. If not, well, you just possibly lost their confidence in you. There are both positive and negative consequences, and saying sorry doesn't always cut it.
Where can people find you and your business?
Website: https://www.atoplatform.com/
Facebook: https://www.facebook.com/TheATOPlatform
Instagram: https://www.instagram.com/ato_platform/
Twitter: https://twitter.com/ato_platform
LinkedIn: https://www.linkedin.com/company/atoplatform/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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